Bengtsson, Anna

Johansson, Linda

Sometimes it feels like I'm invisible : A study on how algorithms in terms of content filtering is perceived to affect professional account holders marketing activity on Instagram (English)

Abstract [en]

To be able to present its user with personal and relevant content and thus the best user experience, Instagram constantly updates and modifies its algorithms. This bachelor thesis investigates how continuous changes in algorithms on Instagram are affecting the social media strategies and activities for professional account holders such as companies, influencers and other media profiles. To approach the issue, email-based interviews and content analysis have been used as qualitative methods in the study. These two methods have allowed this thesis to examine in what way continuous changes of the algorithms can result in an experience of increased difficulty according to professional account holders in terms of their marketing activity. Aswell, it examines whether the sorting mechanism contributes to a perception of reduced visibility on the platform. The thesis discusses relevant factors to execute marketing activity effectively and successfully on the platform; these factors are summarized into a need for engagement and interaction, visibility and knowledge of the consumer's interaction pattern. How these factors matter is described in the study. After analysis of collected data it was found what account holders consider negative with Instagram’s algorithms, which is answered in this thesis. The result of the study shows that there is a perceived reduction in visibility and increased difficulty for professional account holders in terms of marketing activities. From a larger perspective, the study discusses potential challenges in terms of how algorithms and content filtering can affect the whole field of Information Architecture.